MasterCard was seeking an agency partner to help deploy Organic Search tools and internal digital marketing education programs for their global organization. IMI was selected over other top agencies due to our technical proficiency, strategic concepts presented, and passion for the project.
To develop a repository of knowledge that forms a Center of Search Excellence and an activation guide for market leads to help them deploy tools , improve internal team knowledge, and bolster effectiveness of market level agencies.
Through the discovery process we refined project goals and deployed a series of educational resources for MasterCard team members on topics that are core to Search Excellence. These included tool workflow documentation, content guides, technical best practices, PR & Search integration guides and global report creation.
Successful deployment of customized search documentation with customization to improve search effectiveness across all regions and business units. Organic Search traffic grew 16.5% YOY immediately after the completion of all education sessions.